Adha, M. Zul and Ali, Suprihatin (2014) Pengaruh Penggunaan Produk, Kepuasan dan Keterlibatan pada Perilaku Perpindahan Merek (Studi pada Pengguna Smartphone di Bandar Lampung). TRANSAKSI, 6 (2). pp. 1-50. ISSN 1979-990X


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Brand switching occurs when the consumer decides to use the same type of product but with a different brand. Brand Switching is performed thought to have come from the level of satisfaction experienced by consumers as part of a post-purchase behavior. The satisfaction level formed by the evaluation of post-use products by consumer and compared with previous expectations of a consumer after the consumer experience with yhe product involpement. This research is using path analysis.. satisfaction variables used to moderate the use of the product and brand involvement with brand switching, analysis using SEM with the help of the program SmartPLS. The research strengthen previous findings that the product usage and involvement related t satisfaction but satisfaction experienceed by consumers are not fully guarantee that consumers still choose the same brand on their next purchase while dissatisfaction significantly lead to brand switching. The result also states that satisfaction also full mediates the relationship between the product usage and involvement toward brand switching. Keyword: brand switching, satisfaction

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik (FISIP) > Prodi Administrasi Bisnis
Depositing User: SUPRIHATIN ALI
Date Deposited: 25 Feb 2019 09:20
Last Modified: 25 Feb 2019 09:20

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